NorthX

Client:
NorthX Climate Tech
Date:
2025
Sector:
  • Nonprofit
Services:
  • Brand,
  • Naming,
  • Campaigns,
  • Strategy

Redefining Canada's Climate Tech Leadership

Led by CEO Sarah Goodman, the organization had established itself as a crucial hub for clean energy innovation in Western Canada, yet was constrained by an existing brand that felt institutional and inward-facing when bold, outward-looking leadership was essential.

A complete rebrand

The challenge was multifaceted: how do you rebrand an organization that needs to speak authentically to diverse stakeholders, from cleantech entrepreneurs to established energy companies, from government policy makers to international investors? How do you position a regional organization as a national leader while maintaining credibility? Most importantly, how do you create a brand that embodies the urgency of climate action while inspiring confidence in Canada's capacity for innovation?

A Strategic Repositioning

Our strategic approach centered on a fundamental insight: Canada's clean energy story involves technology, yet it's truly informed by a new national narrative. A province that built its economy on resource extraction now has the opportunity to lead the world in sustainable innovation.

We positioned the organization as BC's clean energy catalyst, working at the intersection where northern innovation meets exponential possibility. Rather than competing in the crowded space of energy think tanks, we carved out a unique position as the bridge between Canada's natural advantages and its technological potential. Action drives this brand forward.

A name that tells a story

Our naming process resulted in NorthX, a name that works across multiple narratives. "North" establishes Canadian identity while evoking guidance and direction. The "X" represents both multiplication and the crossroads where different forces intersect to create exponential impact.

The NorthX visual system honours BC's dramatic landscape while looking boldly toward the future. Our color palette draws from the region's natural beauty: coastal blues, forest greens, and mountain whites, applied in contemporary, energetic ways.

The logo functions as both a compass pointing toward Canada's energy future and a dynamic symbol adaptable across all applications. Typography emphasizes clarity and accessibility, ensuring complex clean energy concepts communicate effectively to diverse audiences.

The NorthX rebrand has fundamentally shifted how stakeholders perceive both the organization and Canada's clean energy potential. The brand helps to:

  • Enhance Credibility: NorthX is regularly cited in national media as an authoritative voice on Canada's energy transition.
  • Expand Partnerships: New collaborations with major corporations, government agencies, and international organizations.
  • Increase Engagement: Significant growth in event attendance, digital engagement, and stakeholder outreach.
  • Influence Policy: Greater involvement in federal and provincial energy policy development.


Most importantly, the rebrand created a platform that advances climate tech innovation while helping write the narrative of how Canada leads in the 21st century global economy.

When we selected Cause+Affect to help us through our rebrand, I had full confidence in their abilities. I will be the first to admit that they have fully surpassed expectations. The NorthX brand exemplifies their capabilities, positioning our organization at the forefront of Canada's climate innovation narrative. Steven, Jane and their team at Cause+Affect have an unmatched understanding of purpose-driven work, combined with strategic and creative excellence, that makes them more than just an agency. It makes them partners in change.

Sarah Goodman Chief Executive Officer, NorthX